STEP 2.2: A CASE STUDY
Gets Some Answers
Maria has her riskiest assumptions and a plan. Now it's time for the most crucial part of validation: talking to real people. She's ready to replace her guesses with facts.
The Challenge
To find 5-10 management consultants and have a 15-minute chat to test if they see burnout as a problem worth paying to solve, and if her structured coaching approach is the right solution.
The Action
Maria uses a recruiting post on LinkedIn to find participants. She then holds several casual, 15-minute video calls, focusing on listening rather than selling.
Maria: "Tell me about a typical work week for you. What are the best parts and what are the most draining parts?"
David (Consultant): "The best part is solving hard problems. The draining part? The constant pressure. My calendar is back-to-back from 8 AM to 7 PM, and then I'm still expected to be online. I feel like I'm always 'on'."
Aha Moment: The problem is real and a daily experience. David used words like "draining," "constant pressure," and "always on."
Maria: "Have you ever looked for ways to manage that feeling? What have you tried?"
David: "I've read articles on 'setting boundaries' and my firm offers a subscription to a meditation app, but it feels so generic. I need a concrete plan, something that fits into my crazy schedule. I'd absolutely pay for a coach who gets the corporate world and could give me an actual system to follow."
Aha Moment: The most crucial validation. David explicitly said he would "absolutely pay" for a structured system from someone who understands his context.
The Outcome
After six similar conversations, Maria has a document full of powerful quotes and clear patterns. Her coaching idea isn't just a guess anymore; it's a validated concept.
- Willingness to Pay: VALIDATED. Everyone she spoke to expressed a willingness to invest in a premium, personalized solution.
- Problem-Awareness: VALIDATED. All six consultants felt overwhelmed and were actively, if unsuccessfully, looking for solutions.
- Solution-Format: VALIDATED. The idea of a structured, multi-week program with a coach who "gets it" was highly appealing compared to generic apps or articles.